Social media marketing strategy for an online italian language school

Abstract

Social media marketing (SMM) is becoming increasingly relevant for all kinds ofbusinesses; in particular it can be fruitful for small and medium enterprises due to its relativecost-effectiveness and opportunities for organic reach. Besides, brand presence andconsistency on social media (SM) can raise brand awareness and increase brand trust. Thetopic of this project is a nascent brand, Allora School, which is an online Italian languageschool. This project was developed with the aim of creating a SMM strategy for AlloraSchool as it enters the market. There are plenty of different social media platforms (SMPs),however, due to Generation Z being the target audience (TA) of the brand in question, theauthor chose Instagram and TikTok. The strategy was developed based on a review of theliterature regarding branding, SM, peculiarities of marketing to TA and their learningpreferences.In this project, the hierarchy of effects model was adapted to modern day SM and used as akey indicator for SMM design. The exploratory part of the project consisted of observationand benchmarking to gather some insights and nuances to implement in a proposed strategy.The practical part included the overall description of the language school, the innovative platform it uses for storing the materials and conducting interactive lessons for Gen Zlearners is provided to give a rationale for the chosen TA, the rationale of the brand nameand logo. Finally, there is the explanation of the design of a SMM strategy for Allora Schoolthat will serve to increase brand awareness and brand trust, and, consequently, lead to sales

Date of Award	24 Feb 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Jessica Roberts (Supervisor)